74 January | February 2026 abasto.com BY HERNANDO RAMREZ-SANTOS S edanos story began in 1962, when the Guerra and Herrn families opened a small market in Hialeah. Their mission was simple: bring Cuban immigrants the flavors they missed from home. In an interview with Abasto , Javier Herrn, Chief Marketing Officer, recalled that from the start, we stayed true to the original mission: grow thoughtfully, one commu- nity at a time. Today, the chain opera- tes 32 supermarkets across central and southern Flori- da. Yet its essence remains intact. Herrn emphasized that despite expansion, our values are the same: family, service, and au- thenticity. That commitment for- ged a deep connection with Hispanics who have made Sedanos part of their daily lives. Sedanos Strengthens its Legacy with Floridas Hispanic Community The Hispanic grocery chain reaffirms its commitment through social programs, family tradition, and growth plans The Hispanic community is the heart of Sedanos. Javier Herrn | CMO of Sedanos A Community that Drives Growth From its early years, Seda- nos recognized that the Hispanic community was not just a customer base but a defining force be- hind its identity. Herrn added that generations of families have found the ingredients there to keep their traditions alive. That understanding has shaped the stores assortment, ser- vice, and community in- volvement. The company also fos- tered traditions that have become part of its DNA, such as holiday campaigns and food distribution pro- grams, now symbolic of its community support. Social Support that Goes Beyond Business This bond has enabled the chain to achieve significant milestones: Expansion into Broward County and Orlando. Creation of its pri- vate-label brand for Hispanic families. Consolidation as the largest independent- ly owned Hispanic supermarket chain in the U.S. Community pro- grams now central to its identity. Digital upgrades and new store formats. Sedanos community work is broad, ongoing, and deeply personal. Pedro Mesa, Direc- tor of Community Affairs, told Abasto that the com- panys philosophy is simple: We want to be the favorite supermarket, but we also want to be part of their com- munitynot as marketing, but as a real commitment. Mesa, who has worked at Se- danos for more than 40 years, noted that Hispanic families Javier Herrn Pedro Mesa visit stores multiple times a week. Sedanos ensures it is present where the community gathers: festivals, walks, fairs, and family events. Whatever is communi- ty-focused is our commit- ment. They start the rela- tionship by coming to our stores; for us, its a privilege. It obliges us to be there for them, Mesa said. Continues on page 76 FOOD INDUSTRY